The five videos your company needs to drive ROI

1. Kristen Craft,
Wistia
@thecrafty

2. Why we love video

3. Video Marketing by the Numbers
Traffic: on-site video
increases traffic 200-300%
Marketing Sherpa, 2015 @thecrafty

4. Traffic: on-site video
increases traffic 200-300%
Engagement: video content
doubles time on site
Marketing Sherpa, 2015 @thecrafty
Video Marketing by the Numbers

5. Traffic: on-site video
increases traffic 200-300%
Engagement: video content
doubles time on site
Demand gen and leads:
Video drives the most leads
Marketing Sherpa, 2015 @thecrafty
Video Marketing by the Numbers

6. Zappos sells 6-30%
more when using
product videos
Business Insider, 2015 @thecrafty

7. It’s a rich medium
…for conveying information, ideas, and emotion

8. “Video is the new
HTML”
-Benedict Evans
@thecrafty

9. Instead of
asking: “Where
should this
video live?”
@thecrafty

10. Ask: “Where can I
make a bigger
impact, using
video?”
@thecrafty

11. 5 Videos You Need in
2016 (to Drive ROI!)

12. The Product Video
@thecrafty

14. The Product Video
Helps people learn if your product fits their pain point
@thecrafty

15. The Product Video
Helps people learn if your product fits their pain point
Lets you show, not tell
@thecrafty

16. The Product Video
Helps people learn if your product fits their pain point
Lets you show, not tell
ROI = leads, conversions, engagement
@thecrafty

17. The Teaching Video
@thecrafty

18. @thecrafty

19. The Teaching Video
`
@thecrafty

20. The Teaching Video
Establishes expertise and credibility
@thecrafty

21. The Teaching Video
Establishes expertise and credibility
Empowers your audience
@thecrafty

22. The Teaching Video
Establishes expertise and credibility
Empowers your audience
ROI = site traffic, time on site, brand
@thecrafty

23. The Recorded Webinar
@thecrafty

26. The Recorded Webinar
Easy to make
@thecrafty

27. The Recorded Webinar
Easy to make
Lets you partner with others
@thecrafty

28. The Recorded Webinar
Easy to make
Lets you partner with others
ROI = traffic, time on site, leads
@thecrafty

29. The FAQ Video
@thecrafty

31. The FAQ Video
Helps customers get answers faster
@thecrafty

32. The FAQ Video
Helps customers get answers faster
Lets you show, not tell
@thecrafty

33. The FAQ Video
Helps customers get answers faster
Lets you show, not tell
ROI = time saved, higher ARPC, lower churn
@thecrafty

34. The Sales Video
@thecrafty

35. @thecrafty

36. The Sales Video
Lets you establish a more authentic connection with
prospects
@thecrafty

37. The Sales Video
Lets you establish a more authentic connection with
prospects
Differentiates your brand
@thecrafty

38. The Sales Video
Lets you establish a more authentic connection with
prospects
Differentiates your brand
ROI = big conversion boost
@thecrafty

39. Videos that Didn’t Make the Cut
(And why)

40. The Video Testimonial
Medium-high return, but requires a large investment
@thecrafty

41. The Video Testimonial
Medium-high return, but requires a large investment
Can feel scripted or inauthentic
@thecrafty

42. The Video Testimonial
Medium-high return, but requires a large investment
Can feel scripted or inauthentic
Technical limitations can make it look shoddy (noise,
lighting, etc)
@thecrafty

43. The “About Us”
Video
Very hard to make
@thecrafty

44. The “About Us”
Video
Very hard to make
Feels bad when it’s “off”
@thecrafty

45. The “About Us”
Video
Very hard to make
Feels bad when it’s “off”
Low ROI
@thecrafty

46. The Holiday Video
Anti-evergreen
@thecrafty

47. The Holiday Video
Anti-evergreen
Can rub some people the wrong way (for many reasons)
@thecrafty

48. The Holiday Video
Anti-evergreen
Can rub some people the wrong way (for many reasons)
Low ROI
@thecrafty

49. Effort: Return
@thecrafty

50. Stay in touch!
@thecrafty